The most that any of us know, is the least of that which is to be known. Benjamin Whichcote www.orientpakistan.com KARACHI: 195-A, S.M.C.H. Society, Karachi-Pakistan UAN: (92-21) 111-444-555 Tel: (92-21) 34550184-86 (3 Lines) Fax: (92-21) 34550187 Email: [email protected] LAHORE: 16-Park Lane Tower, 2nd Floor, Tufail Road, Lahore Cantt-54810 UAN: (92-42) 111-444-555 Tel: (92-42) 36622316-20 (5 lines) Fax: (92-42) 36622322 Email: [email protected] ISLAMABAD: Block No. 3, Street No. 6, Abbasi Market, F-8/3, Islamabad UAN: (92-51) 111-444-555 Tel: (92-51) 2286870-4 Fax: (92-51) 2286869 Email: [email protected] PESHAWAR: 1st Floor, State Life Building, 34, The Mall, Peshawar Cantt. UAN: (92-91) 111-444-555 Tel: (92-91) 5272697, 5271253 Fax: (92-91) 5278943 Email: [email protected] QUETTA: 06-07, First Floor, Usman Complex, Near TV Station, Hali Road, Quetta UAN: (92-81) 111-444-555 Tel: (92-81) 2825920 Fax: (92-81) 2825920 Email: [email protected] Contents 5 Foreword 6 Pakistan - An Overview 14 Economy, Market & Investment 40 Advertising & Media Industry 46 a Television 66 b Radio 82 c Press 96 d Cinema 102 e Outdoor 106 f Digital 112 Media Planning & Research 120 Media Selling & Production 136 Brands Of The Year 142 Orient Companies, Affiliations & Projects 154 Acknowledgements Foreword The past three years have been a struggle. And not just for Pakistan, but globally. The world experienced the worst of global economic recessions in 2008-09, resulting in a loss of jobs, a decline in real income, a slowdown in industrial production & manufacturing and a slump in consumer spending. The impact of these slowdowns on both large and small businesses was extremely damaging. As sales revenues and profits declined, expenditures for marketing and advertising were also reduced. While the companies affected by the recession were spending less money on advertising and marketing, all advertising agencies that were billing in millions and billions per year, also felt the squeeze. And so, the decline in advertising expenditures affected all media companies in every division, be it print, television, radio or online. Recessions come and go and some are more severe and last longer than others. Syed Mahmood Hashmi What we should not forget is that, this too Chief Executive shall pass! The situation has already started to get better and InshahAllah, soon, economic recovery will follow. A nation which makes the final sacrifice for life and freedom does not get beaten. Kemal Ataturk Pakistan An Overview Pakistan An Overview The Islamic republic of Pakistan emerged as an independent sovereign state on 14th August 1947, as a result of the division of former British India. It lies between 23-35 to 37- 05 north latitude and 60-50 to 77- 50 east longitude touching the Hindukush Mountains in the north and extending from the Pamirs to the Arabian Sea. Pakistan covers 796,095 sq.km with a population of 132.35 million according to population census 1998. It is divided into four provinces: Sindh, Punjab, Khyber Pakhtun Khwa Balochistan. Climatically, Pakistan enjoys a considerable measure of variety. North and northwestern high mountainous ranges are extremely cold in winter while the summer months of April to September are very pleasant. The country has an agricultural economy with a network of canals irrigating a major part of its cultivated land. Wheat, cotton, rice, millet and sugar cane are the major crops. Among fruits: mangos, oranges, bananas and apples are grown in abundance in different parts of the country. The main natural resources are natural gas, coal, salt and iron. The country has an expanding industry. Cotton, Textiles, sugar, cement, and chemicals play an important role in its economy. The country comprises of a vast area that was the great center of ancient civilizations of the world. Its historical sites beginning with Stone Age to Twentieth Century A.D are a mirror of the life of its people who were by nature simple, virile, hospitable and hard working. Ancient sites excavated in Taxila, Harappa, and Moenjodaro speak volumes for Pakistan's rich cultural background dating back to 3,000 B.C. Official Name Islamic Republic of Pakistan. Father of the Nation Quaid-i-Azam Muhammad Ali Jinnah (1876-1948). National Poet Allama Muhammad Iqbal (1877-1938). Head of the State Asif Ali Zardari, President. Head of Government Syed Yousuf Raza Gilani, Prime Minister. Capital Islamabad. Area Total 796,095 Sq. km. Punjab 205,344 Sq. km. Sindh 140,914 Sq. km. Khyber Pukhtoonkhwa 74,521 Sq. km. Balochistan 347,190 Sq. km. Federally Administered Tribal Area 27,220 Sq. km. Islamabad (Capital) 906 Sq. km. Population 165 million (estimated)-132 million (1998 census). Pakistan is divided into four provinces viz., Khyber Pukhtoonkhwa, Punjab, Sindh and Balochistan. The tribal belt adjoining Khyber Pukhtoonkhwa is managed by the Federal Government and is named FATA i.e., Federally Administered Tribal Areas. Azad Kashmir and Northern Areas have their own respective political and administrative machinery, yet certain of their subjects are taken care of by the Federal Government through the Ministry of Kashmir Affairs and Northern Areas. Provinces of Pakistan are further divided into Districts. Religion 95% Muslims, 5% others. Currency Pak. Rupee. Imports Industrial equipment, chemicals, vehicles, steel, iron ore, petroleum, edible oil, pulses, tea, etc. Exports Cotton, textile goods, rice, leather items carpets, sports goods, handi-crafts, fish and fish prep., fruits, etc. Languages Urdu (National) and English (Official). Parliament Parliament consists of two Houses i.e., the Senate (Upper House) and the National Assembly (Lower House). The Senate is a permanent legislative body and symbolises a process of continuity in the national affairs. It consists of 100 members. The four Provincial Assemblies, Federally Administered Tribal Areas and Federal Capital form its electoral college. The National Assembly has a total membership of 342 elected through adult suffrage (272 general seats, 60 women seats and 10 non-Muslim seats). Pakistan National Flag Dark green with a white vertical bar, a white crescent and a five-pointed star in the middle. The Flag symbolizes Pakistan's profound commitment to Islam, the Islamic world and the rights of religious minorities. National Anthem Approved in August, 1954. Verses Composed by: Abdul Asar Hafeez Jullundhri. Tune Composed by: Ahmed G. Chagla. Duration: 80 seconds. State Emblem The State Emblem consists of: 1. The crescent and star which are symbols of Islam. 2. The shield in the centre that shows four major crops. 3.Wreath surrounding the shield that represents cultural heritage. 4. Scroll that contains Quaid's motto: Faith, Unity, Discipline. Pakistan's Official Map Drawn by Mian Mahmood Alam Suhrawardy (1920-1999). National Flower Jasmine. National Tree Deodar (Cedrus Deodara). National Animal Markhor. National Bird Chakor (Red-legged partridge). Flora Pine, Oak, Poplar, Deodar, Maple and Mulberry. Fauna The Pheasant, Leopard, Deer, Ibex, Chinkara, Black buck, Neelgai, Markhor, Marco-Polo sheep, Green turtles, River & Sea fish, Crocodile and Waterfowls. Popular games Cricket, Hockey, Football and Squash. Tourist's resorts Murree, Quetta, Hunza, Ziarat, Swat, Kaghan, Chitral and Gilgit. Archaeological sites Moenjo Daro, Harappa, Taxila, Kot Diji, Mehr Garh and Takht Bhai. Major Cities Islamabad, Karachi, Lahore, Peshawar, Quetta, Rawalpindi, Hyderabad, Faisalabad, Multan and Sialkot. Transportation Total Length Of Roads 259,758 km. Pakistan Railway Network 7,791 km. Locomotives 580 Railway Stations 781 Pakistan International Covers 38 International and 24 domestic Airlines stations with a fleet of 49 planes. Major Airports 8 (Islamabad, Karachi, Lahore, Quetta, Peshawar, Multan, Faisalabad and Gwadar). Major Crops Cotton, Wheat, Rice and Sugarcane. Industry Textiles, Cement, Fertiliser, Steel, Sugar, Electric Goods and Shipbuilding. Seaports International 3 (Karachi, Bin Qasim and Gwadar) Fish Harbor-cum-Mini Ports 3 (Minora, Gwadar and Keti Bandar) Employment Total Labour Force 46.84 million Employed Labour Force 43.22 million Agriculture Sector 18.60 million Manufacturing & Mining Sector 5.96 million Construction 2.25 million Trade 6.39 million Transport 2.48 million Others 6.98 million Communications Post Offices 12,170 Telephone connections 5,052,000 Public Call Offices 217,597 Telegraph Offices 299 Internet Connections 2 million Mobile Phones 10,542,641 Source: Government of Pakistan Ministry of Information & Broadcasting As sure as the spring will follow the winter, prosperity and economic growth will follow recession. Bo Bennett Economy Market And Investment Economy Market And Investment The economy of Pakistan has been undergoing a stabilization phase since the last three years. The restoration of macroeconomic stability is important and necessary to provide the platform for generating growth, jobs, and improving the quality of life of the people. The present government started off its term with an inherited backlog of problems – deficits, electricity shortages, security expenditures, resettlement of IDPs, low growth and entrenched inflation. The year under review brought new and totally unexpected challenges such as the increase in the price of oil and the devastating floods that created huge losses to crop and livestock sector, physical infrastructure and the GDP. Despite all these challenges the performance of economy has been positive. The government has shown continuing resolve to take difficult decisions and pursue the path of reforms. Growth and Investment The Real GDP is estimated to grow at 2.4 percent on the back of strong performance of services sector as against actual growth of 3.8 percent last year and target of 4.5 percent. The growth in the agriculture is estimated at 1.2 percent on the back of 3.7 percent growth in the livestock sector. Major Crops accounting for 31.1 percent of agricultural value added registered negative growth of 4.0 percent compared to a negative growth of 2.4 percent last year and a target of 3.7 percent.